Plenish, one of the number one brands for single shots in the UK, announced three new wellness shots as it continues to lead development of the category, including Kids Shots as a category-first, Ginger Energy providing a balanced energy lift from vitamins C, B6 and iron, plus natural caffeine, and a new redesigned format with 420 ml multi-serve Dosing Bottles.
The shots category is seeing unwavering growth and is predicted to grow in value from £42 million RSV to £115 million RSV by 2027. Plenish is continuing to drive the category growth with innovative additions to its existing range of shots, which respond to the growing number of consumers who are investing in their health and wellbeing.
Plenish Kids Shots
Plenish is proud to introduce Kids Shots as a UK-first in the category as it reaches new audiences with a delicious and nutrient-packed 60ml vitamin shot designed to support the growth and development of children aged between 4 and 11. Plenish Kids Shots are available in two flavours: Berry and Mango and are fortified with essential vitamins and minerals while containing no added sugar or preservatives. The vitamin shots contain 100 % of a child’s recommended intake (RI) of vitamin D for bone health, 100 % RI of vitamin C for immune support, iron for cognitive development and zinc for additional immunity.
Children are in a rapid period of growth and development, and with the percentage of young children at risk of iron deficiency increasing yearly in England and vitamin D deficiency apparent across the UK population, fortified food and drinks can help to provide the key nutrients required at this life stage. Plenish has carefully selected a blend of vitamins and minerals which are essential for children, to address these deficiencies, including vitamin C to aid iron absorption. Plenish Kids Shots meet the England School Food Standards and last outside of the fridge for 8 hours, allowing them to be enjoyed at breakfast, as a healthy addition to a packed lunch or a child-friendly nutrition boost during the day.
Plenish Ginger Energy
Plenish Ginger Energy is spicing up the shots category. The 60ml shots (also available in the new 420ml multi-serve Dosing Bottle format) provide a natural source of caffeine from Yerba Mate (20mg/100ml) for a balanced lift. Plenish Ginger Energy offers energy release from vitamin C, B6 & iron and an invigorating sensorial experience provided by the ginger root coupled with the balanced caffeine from the Yerba Mate and the effective blend of vitamins and iron. The launch marks a new occasion for Plenish as it addresses new needs with the shot which is designed to replace an afternoon coffee or provide a pre-workout kick.
Plenish 420 ml multi-serve Dosing Bottle
Transforming its existing Dosing Bottle format to enter new daily consumption occasions with greater value and convenience, Plenish is introducing a new 420 ml multi-serve Dosing Bottle across its range of shots, now providing seven shots in one convenient bottle. Dosing Bottles are the leading format for wellness shots, holding a 62 % category share, worth £30 million. Plenish’s uniquely designed bottles which contain dosing marks for extra convenience provide a more accessible format and a convenient way for shoppers to enjoy the range, including Ginger Immunity, Turmeric Recovery, Berry Gut Health, Mango Sunshine, and the newly launched Ginger Energy.
Russell Goldman, Managing Director of Breakthrough Brands at Carlsberg Britvic, said: “The launch of Kids Shots, Ginger Energy, and our new multi-serve Dosing format marks a significant next step in the shots category – one that Plenish is uniquely positioned to lead. These new innovations are designed to unlock new occasions, attract new audiences, and make functional wellness even more accessible. By responding directly to consumer needs and working closely with our retail partners, we’re not just expanding our range but driving category growth and bringing plant-based health to more people than ever before.”
The expansion of Plenish’s range of shots will be brought to life throughout the summer, as it continues its ‘Give it a Shot’ campaign launched in January, including the implementation of nationwide out of home advertising, display and paid social media across Instagram and TikTok, shopper marketing and exclusive events. The out of home creative will focus on the health and lifestyle benefits of Plenish’s new shots, appearing in small and large format across London between May and June 2025.
In addition to the creative campaign and media sponsorships, Plenish is running a paid social media campaign across its Instagram and TikTok channels, with content produced by wellness and lifestyle creators.
Plenish, the fastest growing shots brand in the UK1, has launched its biggest campaign to date across its shots portfolio. The social and PR led activation will see boosted posts across Instagram and TikTok channels, with Sunday Times best-selling author and qualified nutritionist Emily English advocating for the brand. This campaign will help keep Plenish front of mind with existing shoppers, and targeting new audiences, supporting retailers to drive sales within the health shots category while brand awareness is at an all-time high.
It comes well timed as the brand has conducted nationwide research in a poll of over 2,000 adults and 1,000 school children (aged 6-16) to reveal the significant nutritional knowledge gap between adults and their kids. The research revealed one in five (20 %) British school children were able to correctly identify that there are 13 essential vitamins, compared with only 5 % of adults. In fact, 38 % of children know the body can naturally produce Vitamin D, compared with only 31 % of adults. Only 12 % of adults believe they consume their essential vitamins daily, with 22 % not knowing a good source of vitamins, and 13 % believing too much meal preparation is required.
The Plenish range is designed to help people drink their way to wellness through potent superfoods, the products are easily accessible to health-conscious consumers making it the perfect product for adults and kids to get their daily vitamin intake. The range is packed with cold-pressed, plant-based ingredients to meet a range of functional benefits, containing no added sugar, preservatives or flavourings while also delivering on great taste. In fact, Plenish now makes up 19 % of the UK’s Juice Shots category MAT, currently valued at £5.71m2, so it’s in the ideal position to help retailers cater to shopper demand and to continue to grow the category.
Russell Goldman, Managing Director at Plenish, comments “The research revealed some shocking results on nutritional and vitamin knowledge in adults versus children. The purpose of our campaign is to highlight this gap and drive awareness of the importance and ease of getting the correct vitamin intake and consumption of fruit and vegetables each day, particularly via our Plenish range.
“This comes at no better time following confirmation of Ginger Immunity and Berry Gut Health going live across 1,500 Tesco Express stores within its meal deal offering. The retailer now offers the full range of Plenish shots’ flavours and benefits, supported by in-store activity to help drive sales, such as our new chilled functional bay display.”
The campaign, which began its rollout this June, has seen a London pop-up on Portobello Road – Little Shot Shop – staffed exclusively by kids, it featured a market stall owner, reporter and nutritionist. The stand sampled Plenish Turmeric Recovery, Ginger Immunity and our new Mango Sunshine shots while quizzing adults passing by on their vitamin knowledge. There is also a sponsorship of Forest Bike Rides, live now, with Tesco stores selling Plenish shots in London on their interactive map. Alongside this, there will be instore POS activity in Tesco which will be live for a whole year.
The Plenish range of juices and shots is also available at Tesco, Sainsbury’s, Asda, Co-op, Ocado as well as wholesale.
1NielsenIQ RMS, Total Coverage GB, Britvic Defined Juice Shots Category, incl Discounters, value Sales Data, MAT to 25.05.24
2NielsenIQ RMS, Total Coverage GB, Britvic Defined Juice Shots Category, incl Discounters, Value Sales Data, MAT to 25.05.24
The use of vitamins, minerals, and dietary supplements (VMS) among Americans is on the rise. According to new research from Mintel, among the 78 % of Americans who are vitamin1 users, a third (34 %) have increased their usage since the start of the COVID-19 pandemic, including nearly half (47 %) of Millennials. In line with consumers overall, Millennials say supporting their overall physical health (66 %) and immune system (62 %) are the top two reasons for VMS use. However, Millennials (43 %) prioritise VMS use to support their mental well-being more than consumers overall (34 %).
While sales of VMS surged during the pandemic, increasing an impressive 22 % between 2019-20 to reach USD 31.52 billion in 2020, growth leveled out in 2022 when sales grew an estimated 4.1 % to reach USD 35.64 billion. Sales are set to grow a further 5 % in 2023 when the market is expected to hit an estimated USD 37.44 billion.
Dorothy Kotscha, Health and Wellness Analyst, Mintel Reports US, said: “While the pandemic negatively impacted multiple areas of consumers’ lives, the shift it created in how consumers view and approach their health has benefitted health and wellness brands, particularly within the vitamin, mineral, and dietary supplements (VMS) space. Immune health concerns no longer only hold seasonal significance and consumers have a heightened focus on the importance of both physical and mental well-being. As greater attention is placed on one’s mental health, VMS brands can tap into this trend by focusing on formulas that contain brain-boosting and mood-regulating ingredients such as magnesium, vitamin D, curcumin, and L-theanine.
“Our research shows that consumers are taking lessons learned from the pandemic to create health routines around VMS products; however, there are signs of fatigue within the market. Usage of multivitamins, for example, has remained flat over the past year, indicating that interest is being directed elsewhere. Brands will need to focus on innovation and emerging health concerns in order to embrace changing consumer sentiment. Ingredient transparency will be increasingly important as consumers seek to understand the role ingredients play in their VMS products.”
Consumers show interest in single-letter vitamins and supplements
The majority of consumers take some sort of vitamin or supplement: 78 % take a vitamin and 64 % take a supplement. While use of vitamins remained flat over the past two years (77 % in 2021), usage of supplements increased by 13 percentage points, up from 51 % in 2021. Specifically, single-letter vitamins and mineral supplements have seen a gradual uptick in usage over the last five years: single-letter vitamin use increased from 47 % in 2018 to 52 % in 2022, while mineral supplement use increased from 33 % to 42 %. Mintel research shows that consumers are looking to optimise their health by focusing on vitamins and minerals they may be lacking for a more personalised approach, rather than a one-size-fits-all multivitamin.
“Customisation and personalisation are more important than ever as consumers are increasingly interested in broadening their approach to health. Single-letter vitamins may erode the widespread usage of multivitamins as consumers desire greater control over their VMS regimens. Major VMS players should take a close look at ways to offer customised products in a variety of formats and distribution channels in order to optimise the way that they meet their customers’ unique needs,” concluded Kotscha.
1Including multivitamins (products that contain a combination of vitamins in one), and one- and two-letter vitamins (products that contain only one or two specific letter vitamins such as vitamin C tablets)
Biosyntia has secured a Series B funding round of 11.5 million euros from a strong syndicate of experienced venture capital investors. The round was closed with an investment from the European Circular Bioeconomy Fund (ECBF) and the two existing investors, Sofinnova Partners and Novo Seeds, the early-stage investment and company creation team of Novo Holdings A/S. The investment will allow the company to enter the production phase of its first-of-its-kind, natural and sustainable active ingredients as well as expand the pipeline of products. The first product to be commercialized is a bio-based biotin (vitaminB7), for use in dietary supplements, food, and beauty products.
Biosyntia is an industrial biotech company delivering nature’singredients at scale both affordably and sustainably. Using cutting-edge biotechnology and proprietary R&D tools and insights, the company is developing first-of-its-kind precision fermentation processes to replace fossil-based alternatives. Its vision is to develop a natural and environmentally-friendly production process of essential nutritional active ingredients, reducing the use of petrochemically-based processes and driving a positive environmental impact. The company today has several commercial partnerships, including collaborations with large market players such as Givaudan and WACKER.
As the nation struggles through the dark January days, with vitamin D in short supply, latest research from Mintel reveals some good news for the “sunshine drug”, as it is crowned Britain’s favourite single vitamin supplement.
According to Mintel, usage of Vitamin D has risen a glowing 7 percentage points in the last year and today it is used by 33 % of Vitamins, Minerals and Supplements (VMS) users, up from 26 % in 2017. The rise in Vitamin D usage saw it overtake Vitamin C in 2018, to become Britain’s most popular single vitamin supplement. While usage has ticked upwards for all age groups, it is 35 – 54-year-olds who are the main drivers, with usage rising from 22 % in 2017 to 35 % in 2018 among this group.
Britain’s top five single vitamin supplements are Vitamin D (33 %), Vitamin C (27 %), Vitamin B complex (15 %), Vitamin A (12 %) and Vitamin E (10 %). Meanwhile, well over half (56 %) of VMS users take multivitamins.
Over the past year, six in ten (59 %) Brits have taken VMS. Around one in three (34 %) take VMS daily, with women (38 %) considerably more likely than men (29 %) to do so. Only a quarter (26 %) of all Brits have never taken VMS.
Sales of vitamins and supplements are estimated to reach £442 million in 2018, a rise of 6 % from £417 million in 2013. The sector is predicted to see a steady rise in value sales over the next five years, with the market forecast to grow a healthy 8 % to reach £477 million in 2023.
Anita Winther, Research Analyst at Mintel, said: “The ongoing focus on health, both among consumers and in the public debate, is seeing people take a more proactive approach towards their wellbeing. The interest in health is expected to be a major driver for vitamin, minerals and supplements sales, while the ageing population should continue to drive growth in the over-50s segment. Vitamin D has proved to be a star performer in the sector, with its health benefits during the winter months continuing to be a popular topic. This will have undoubtedly helped boost usage, raising its profile among Brits.”
Rise in veganism offers opportunity for sales of calcium and iron supplements
Not to be outshone, calcium and iron usage among VMS users has shown an impressive rise in the last year; calcium usage increasing 9 percentage points (up from 20 % in 2017 to 29 % in 2018) and iron up 6 percentage points (up from 22 % to 28 %). The biggest increase for calcium was seen among 25-34-year-olds (up from 25 % to 39 %), while for iron, it is 35 – 44 year olds who have upped their intake the most (up from 22 % to 36 %).
Although vegetarianism remains relatively small, Mintel reveals that a flexitarian lifestyle is likely to be affecting what people look for in their vitamins and supplements. Indeed, more than one in ten (11 %) people who use and buy VMS see a vegetarian/vegan claim as an important factor when choosing one vitamin/supplement over another.
A long-term favourite with Brits, cod liver oil/fish oil remains the nation’s number one supplement, taken by 37 % of VMS users in the last year. Britain’s remaining top five supplements include calcium (29 %), iron (28 %), magnesium (16 %) and zinc (16 %).
“The trend towards meat reduction diets – including both strict vegan diets and the more lenient flexitarian approach – is likely boosting usage of iron. With as many as half of meat eaters believing their red meat intake should be limited, it is likely that people are looking to supplements to fill the iron gap left if they are reducing the amount of red meat they eat. The rise in usage of calcium could also be linked to the growing focus on plant-based foods, both in terms of vegan diets and dairy avoidance. With just three in ten adults in agreement that fortified foods and drinks are a better source of vitamins and minerals than taking supplements, consumers may well be feeling the need to complement these foods with a supplement.” concludes Anita.
